Creating New Market Space

W. Chan Kim and Renee Mauborgne explore the idea of creating new market space allowing a company to expand and increase growth rates.  Many companies today observe their closest competitors attempting to get ahead of them with the same idea of value. These companies are growing but with incremental margins. Using different techniques including looking at similar industries, looking at the same industry in different ways, looking ahead in an industry, etc. a company gives itself the ability to expand and grow.